Look to America

I recognise and experience firsthand the cultural consumer differences captured in Mindi Chahal’s article. But these differences present opportunities: the ecommerce experience, for example, could become as seamless in the UK as it is in the US, where they’re leading the way in integration. And although aggregators are set to increase in volume and importance in the UK this year, comparative shopping online and social business is still far more prevalent in the US – just look at the rise of Yelp.com. While we should appreciate and reflect cultural difference, there’s also a lot to be gained by keeping abreast of the developments of our American cousins.